Online break: Diesel calls on fans to go offline

Breganze, Italy – Fashion label Diesel is encouraging its fans on social media to disconnect from their digital lives to promote the re-release of its 1993 YUK shoes.

Its campaign, entitled the Diesel Pre-Internet Experience, invites users to visit a dedicated brand page, where they can pledge not to visit their Facebook, Twitter or Instagram accounts for three days.

When a user submits the pledge and clicks ‘Go Offline’, Diesel posts an ‘out of office’ message on his or her account. It will then monitor the activity on the social media accounts, and if the user successfully stays offline, they will be entered into a prize draw to win a pair of YUK shoes.

A growing number of consumers feel bombarded by information from their social media accounts. Smart brands are now providing consumers with technology-free time out. For more, read our New Sublimity macrotrend.